Uebaa Idanimọ Ami Iṣowo by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 Àmì-ẹ̀yẹ Irin A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
IrinÀwòrán· 2023
Uebaa Idanimọ Ami Iṣowo
by Marcelo Ruis Vargas Martinelli
Client: Laika
Àmì-ẹ̀yẹ Irin A' Design Award Winner in Àwòrán Category
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The Design
About Uebaa Idanimọ Ami Iṣowo
Uebaa jẹ idanimọ ami iṣowo ti a ṣẹda fun ile-iṣẹ kan ti n ṣe awọn ọja fun awọn ọmọde. Idanimọ naa da lori awọn imọran mẹrin: ere-idaraya, iṣẹ-ṣiṣe, alagbero ati ẹwa. Awọn imọran wọnyi ni a fi han nipasẹ ẹgbẹ awọ ti o gbooro, awọn àwòrán ìṣàpẹẹrẹ àti àwòrán ìṣàmì. Ede wíwo náà ń bá àwọn ọmọdé sọrọ, nígbà tí àwọn èrò ami iṣowo náà ń bá àwọn òbí sọrọ. Ètò náà ni a lo sórí ìwé ami iṣowo (brandbook) tí ó ní ojú ìwé mọ́kànlélọ́gọ́rùn-ún (96), àwọn àmì, kaadi, ohun ìlò ìkọ̀wé, ojú ilẹ̀, media awujọ àti oju opo wẹẹbu kan. Ọ̀pọ̀lọpọ̀ àwọn nkan tí a tẹ̀ ni a ṣe nípasẹ̀ ìtẹ̀wé offset ní àwọn àwọ̀ CMYK, àti àwọn àwòrán ìṣàpẹẹrẹ ni a ṣe lọ́nà oni-nọ́mbà (digitally).
The Recognition
About the Àmì-ẹ̀yẹ Irin A' Design Award
Uebaa Idanimọ Ami Iṣowo jẹ́ olùborí Àmì-ẹ̀yẹ Irin A' Design Award, ìdánimọ̀ olókìkí tí a fún àwọn àwòṣe tó dára tí wọ́n pàdé àwọn ohun tí iṣẹ́ àti ilé-iṣẹ́ nílò tí a retí láti ọ̀dọ̀ àwọn ẹ̀dá tí a ṣàwòṣe dáradára. Àwọn olùborí Irin ń fi ìjáfáfá ńlá, ìmọ̀ pàtó gíga, òye ògbóǹtarìgì àti agbára ìṣẹ̀dá àwọn olùṣẹ̀dá wọn hàn. A retí pé Uebaa Idanimọ Ami Iṣowo yóò jẹ́ ẹ̀dá tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó wúlò tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Irin A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ ilé-iṣẹ́ jọ, ó sì ní àwọn ànímọ́ ìmọ̀-ẹ̀rọ tó péye tí a so mọ́ ìmọ̀ ṣíṣe àti ẹ̀bùn. A bọ̀wọ̀ fún Uebaa Idanimọ Ami Iṣowo nítorí ìfọ̀kànbalẹ̀ rẹ̀, a sì ṣàwòṣe rẹ̀ láti pèsè ìmúdára ìgbésí ayé tó ń ran ayé lọ́wọ́ láti di ibi tó dára jù.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Based on four pillars namely playful, functional, sustainable and aesthetic, the Uebaa brand manages to have its communication oriented towards the development of products that offer tangible benefits to its public. The pillars are graphically translated by an extensive palette of colors and illustrations that stimulate creativity and imagination. The brand Uebaa starts to communicate in an authentic way through its own and unmistakable visual elements, becoming a reference in its business segment.
- Dimensions & Packaging
- Brandbook, format 180 x 180 mm, 96 pages. Tag, sheet format 50 x 90 mm, printed on offset paper 300 g/m2., 4X0 colors (CMYK). Card, sheet format 50 x 85 mm printed on offset paper 300 g/m2., 4X4 colors (CMYK).
- Tags
- Branding, visual identity, brand identity, illustration
- Production Technology
- Most of the graphic materials were produced in offset in CMYK-scale colors. Original site development in PHP language. The illustrations were developed digitally.
- Design Challenge
- The brand language encountered significant implementation challenges. For it is a extensive identity system, with several elements of visual
identity and an extensive color palette, the brand book required detailed treatment of the rules and guidelines for use, especially in the integration of identity elements with typography. The line's sub-brands, Toca and Pingo, expanded the Uebaa business model, but also required restrictions on the integrated use with the parent brand. - Research
- The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of meaning, an affirmation, and the need to design small graphic narratives. Thus, the visual identity project expands upon the detailed and strategic work of building an imaginary universe that represents the culture of the Uebaa brand.
- Inspiration
- The Uebaa brand needed to find its own branding language, which would develop narratives for its final audience, children and their parents, building an affective connection with them. The tone of the brand's speech was rethought and a series of ludic narratives, illustrations and pictograms were created to bring Uebaa closer to its audience. Applied to surfaces, social media, stationery, the website and much more, the images are basis for the exposure of the fun and childlike spirit of the brand.
- Project Duration
- The project started in June 2020 and finished in June 2022 in Sao Paulo, Brazil.
- Operation Flow
- The new brand identity project of the Uebaa brand allowed it to appropriate the universe of childlike language with authority, without incurring a model permeated with cliches. The brand identity uses illustrations to pragmatically exemplify its brand basis namely playful, functional, sustainable and aesthetic. The visual language is for children, but the brand basis aim to dialogue with parents.
- Team Members
- Ruis Vargas, Creative Director and Illustrator; Agnes Svilenov and Lorenzo Morelatto, graphic designers
- Image Credits
- Laika Design
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